BXP - April 2018 - 6

6

FROM T HE EDI T OR

PEER BEHIND THE CURTAIN
Nearly every issue of Brand Experience magazine ends with

pleasure to discover. I especially liked the idea that a

a list of the brands earning the most buzz in social media.

premium beverage may be directly tied to a culinary tradition

This editorial has quickly grown to be one of the most loved

or be a new take on how to source ingredients for a drink.

by our community, and The List is powered by data from the
Nextatlas service, from research firm iCoolhunt.

How did you incorporate Nextatlas and Nextventures' unique
capabilities into the article research and analysis?

In this issue, Luigi Garella, insights manager for Nextatlas and

Nextatlas helps in understanding the molecular composition

the man behind the numbers in The List, upped his game by

of the object of our research by giving details on correlated

providing analysis of the premium beverage market in the

topics, the demographic composition of the target, including

article, "Drinking in the Luxe Life," which starts on page 40.

that groups' values, lifestyles and so on and so forth.

Luigi and I also took some time to chat about what motivates

Nextventures is a powerful tool that builds on Nextatlas

him as a researcher. Peer behind the curtain with me to get

to guide you into finding groundbreaking new brands and

to know the man behind the numbers.

organizes their development on a timeline to keep track of
their progression. We used both to follow step by step the

What interests you about consumer marketing research, and

evolution of the narrative outlined and inform it in detail.

how did you prepare for a career as a researcher?
What is fascinating is the variety! It gives me the possibility

What do you hope marketers will take away from your

of delving deep into industry specific traits. To provide

article?

accurate and useful information, we have to first understand

First, that sincerity is key to having loyal and satisfied

the underlying currents, the history and shoppers'

consumers: You want to be transparent and approachable.

expectation. That means getting to know all that surrounds

Second, cutting-edge technology can mix well with the

a brand, an industry and modern consumers' attitudes. With

idea of preserving nature and getting the best out of it,

a great team working on content, Elena Marinoni and Marina

sustainably.

Camicado, and some very talented data scientists, we can
provide humanly intelligible answers backed by robust data.
Given such complexity how does one prepare? It takes love
for the matter, knowledge of how different industries work,
and passion for raw data with stories to tell.

Linda Casey
EDITOR-IN-CHIEF

What was your launching point for beginning the research for
the luxury beverage article?
Having a tool such as Nextatlas gives the opportunity of
having multiple contemporary starting points. Like our
subscribers, I could roam many concepts and then juxtapose
or combine my findings. Plus Nextatlas had data for each
point I touched during my first research phase so filtering
in and out becomes sort of a natural process. I started with
general beverages, wine for example, and then combined
results with other relevant concepts to answer questions
such as, what is luxury nowadays? What do affluent
consumers expect?
What surprised you during your research?
I was expecting health related products for sure, but the
sheer variety of offerings and novel ideas were a true

APRIL 2018

|

BRAND EXPERIENCE



Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150102
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